Developing a Service Science, Management and Engineering (SSME) Program at SJSU

1. Developing a Service Science, Managementand Engineering (SSME)Program at SJSU Stephen K. Kwan, Ph.D. Professor, MIS College of Business Lou Freund, Ph.D. Chair, Industrial & Systems Engineering College of Engineering kwan_s@cob.sjsu.edu 408-924-3514 2009

2. Background • Industrial & Systems Engineering and Hospitality Management have both offered Service Operations courses • Some research history and interest • Met Jim Spohrer, Director of AlmadenService Research at IBM • Invited him and Paul Maglio to SJSU for presentation • Set up project team to discuss opportunity • Met Jim again – some common interests • Many overlaps within interested community • Prepared proposal

3. Impetus for Project • The service sector is a major part of the US economy, the same trend is becoming global and particularly true in emerging economies • Interest and expertise on campus, industry and community • Fits well with CoB’s and ISE’s missions • Puts SJSU in the forefront of other CSU campuses - Jon Iwata, SVP Marketing and Communications, IBM

4. What kinds of skills should a service scientist have? Academic disciplines evolving to combine technology, business, and social-organization 1990-2004 1900-1960 Technology 14 28 21 18 10 3 11 5 13 2 7 17 8 1 6 4 12 15 16 27 22 9 25 24 19 Business 23 20 Social- Organizational 26 Before 1900 1960-1990

5. Service Operations Marketing Management Quality Supply Chain Human Factors Design Innovation Engineering Systems Computing Economics Arts Science “Service Science is just ___<name your discipline>____” General Systems Theory A Service System is Complex OR/IE MS Information Science (i-schools) MIS Economics & Law Game Theory Anthropology & Psychology Organization Theory CS/AI Multiagent Systems

6. What is SSME?(Services Sciences, Management, and Engineering) • The application of scientific, management, and engineering disciplines to tasks that one organization beneficially performs for and with another (‘services’) • Science is a way to create knowledge • Engineering is a way to apply knowledge and create new value • Business Model is a way to apply knowledge and capture value • Management improves the process of creating and capturing value

7. Service Science is the study of Service Systems just as Computer Science is the study of Computer Systems

8. Where science and engineering demand is growing… Ten Nations Total 50% of World Wide Labor A = Agriculture, G = Goods, S = Services US Employment History & Trends 2005 1980-2005 PC Age United States (A) Agriculture: Value from harvesting nature (G) Goods: Value from making products (S) Services: Value from enhancing the capabilities of things (customizing, distributing, etc.) and interactions between things The largest labor force migration in human history is underway, driven by global communications, business and technology growth, urbanization and low cost labor International Labor Organization cf. Figure 1.2 in text

9. Service Worlds: Economics and Social ScienceInformation services is where recent growth is Estimated world (pre-1800) and then U.S. Labor Percentages by Sector The Origin of Wealth by Eric D. Beinhocker 2M years as hunting clans/bands 10K years as farm families 200 years as factory workers 60 years (so far) as knowledge workers in organizations and now digital networks The Pursuit of Organizational Intelligence, By James G. March Estimations based on Porat, M. (1977) Info Economy: Definitions and Measurement

11. http://www-03.ibm.com/press/us/en/attachment/25091.wss?fileId=ATTACH_FILE1&fileName=Podcast%20interview%20with%20SFSU.mp3http://www-03.ibm.com/press/us/en/attachment/25091.wss?fileId=ATTACH_FILE1&fileName=Podcast%20interview%20with%20SFSU.mp3

12. http://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.phphttp://www.usnews.com/usnews/edu/grad/articles/brief/gbeng_brief_2.php

14. Barriers for Trade in Services? re: Page 7 in text

15. The Law “America Competes Act” Public Law 110-69 110th Congress “To invest in innovation through research and development, and to improve the competitiveness of the United States.” SEC. 1005. STUDY OF SERVICE SCIENCE. (a) Sense of Congress.--It is the sense of Congress that, in order to strengthen the competitiveness of United States enterprises and institutions and to prepare the people of the United States for high-wage, high-skill employment, the Federal Government should better understand and respond strategically to the emerging management and learning discipline known as service science. (b) Study. No later than 1 year after the date of the enactment of this of Sciences, conduct a study and report to Congress on how the Federal Government should support, through research, education, and training, the emerging management and learning discipline known as service science. (c) Outside Resources.--In conducting the study under subsection (b), the National Academy of Sciences shall consult with leaders from 2- and 4-year institutions of higher education, as defined in section 101(a) of the Higher Education Act of 1965 (20 U.S.C. 1001(a)), leaders from corporations, and other relevant parties. (d) Service Science Defined.--In this section, the term “service science” means curricula, training, and research programs [[Page 121 STAT. 578]]that are designed to teach individuals to apply scientific, engineering, and management disciplines that integrate elements of computer science, operations research, industrial engineering, business Strategy, management sciences, and social and legal sciences, in order to encourage innovation in how organizations create value for customers and shareholders that could not be achieved through such disciplines working in isolation. http://thomas.loc.gov/cgi-bin/bdquery/z?d110:HR02272:@@@T

16. Lobbying Lawmakers

17. Nudging OSTP on Federal Study of Service Science

18. http://www.ifm.eng.cam.ac.uk/ssme

19. Proposal to IBM • Inter-disciplinary Graduate Curriculum – Business, Engineering, Computer Science, Hospitality Management • Concentration for various degrees • Case Study Development • Research Agenda Development • Community Development

20. Academia Service Innovation Government Enterprises

21. Over 200 Universities world-wide are engaged

22. b http://www.sjsu.edu/ssme/

23. Industry says: “We need to hire more T people!” Complex Communications Across Fields Across industries Across cultures Across functions Across disciplines = More experienced More adaptive More collaborative Develop New Knowledge with SSME Research Broaden With SSME Educational program In-depth knowledge of a specific discipline Based on slides by Jean Paul Jacob of IBM Academia says: “We need to hire more T faculty!”

24. SSME Core Courses Service Strategy Service Quality Service Engineering & Management Projects in SSME Service Innovation

25. Target Grad Degrees Undergraduate & GraduateDegree Programs MTM MBA Marketing MIS Computer Science Degree Business Degrees SCM Target Undergrad Concentrations Health Care Management Degree Engineering Degrees SSME Target Grad Degree MSISE: Service Systems Engineering Inter-Disciplinary Degree Requires “Strategies for Service Innovation” A Business Course 25

26. http://www.engr.sjsu.edu/ise/msise/msise-service.pdf

27. MBA and undergraduate versions are being offered

28. Incorporate Practical Examples & Guest Speakers

29. Case Study

30. Integrating the Curriculum with a Shared Service System Lab • Characteristics of a Service System Lab • Collaborative Environment • Hardware and Software Support • Front Stage/Back Stage Service Simulation • Environment • Online Curriculum Materials • Simulation Software Systems • Videos – cases and demonstrations • Support Social Networking apps • Video Conferencing Capability • Support Virtual Interactive Environments University-wide Sharing

31. Service System Lab Layout

33. Industry Partnerships Service System Lab Resources Collaboration Systems Service Systems With Open Technology Intelligent Service Supply Chain Modeling? Relationship Modeling Healthcare Manufacturing Online Services Retail, …. Service Modeling Data Modeling Process Modeling Architecture Modeling Prototyping

34. TelePresence & Video Conference Rooms • Virtual Agents Simulation • Role Playing Scenarios • Remote Collaboration • Remote Team Simulation • Remote Presentations • …….

35. Industry Partnerships How do students use the lab? Collaboration Homework Case Study Analysis Research Industry Partner Sponsored Projects Challenge-Based Learning Innovative Service Systems of the Future Business Case Design Prototype Presentation

36. A Business Process Management Game from IBM

41. “... A service system lab network …, that could someday provide real, virtual, and simulated world experiences to educate and provide practical work experiences for future service scientists, and students of other disciplines seeking a better understanding of service systems as well.” Spohrer, J. and Kwan, S. K. "Service Science, Management, Engineering, and Design (SSMED): Outline & References"

42. Stage 1 of a Service System Design Lab Network ( SSMED-Net )?

43. Current Goals: • Develop a Service Systems Design Lab to support the • SSME Curriculum and Faculty Research – • with Physical, Simulated , & Virtual environments • Collaborate with NSF, industry and university partners in • implementing the concept • Create a Consortium of Universities who are interested in • implementing a Service Systems Design Lab Network • Create and share a repository of Curriculum and Lab • materials • Disseminate the experience to other universities